Generational differences in evaluation of shopping malls

摘要

The purpose of the study is to investigate the generational differences in evaluation of shopping malls. The mall intercept survey was conducted in four major regional malls in the U.S. The sample included 165 Baby booomers, and 164 mature consuemrs. The evaluation on shooping malls was factorized into six factors: Diversion, Social Experience, Aesthetic Ambiance, Economic Incentive, Entertainment, and Browsing/Refreshment.